"You know what I'd like to see? A society where the objectification of women makes life a gender neutral interaction free from assumptions and expectations."

"What do we want? Equality! What don't we want? Misogyny!"

Published on Mar 25, 2014 by Snickers AustraliaAussie Builders surprise public with loud empowering statementsSnickers paired up with Aussie builders to call out empowering statements to unsuspecting members of the public.

It's Nice That - Mar 16/2014Advertising: Hilarious new Snickers ad sees builders empowering female passers-by by Maisie SkidmoreThe ad industry is never more exciting than when a big ol’ company takes everybody by surprise and hits the nail absolutely on the head, as is the case with this new ad by Snickers Australia. The advert is built around their campaign heading “you’re not yourself when you’re hungry,” and plays on the stereotype of builders objectifying women. Accordingly, it focuses on a group of Aussie builders on a construction site surprising female passers by with empowering statements, from “I appreciate your appearance is just one aspect of who you are!” to “Y’know what I’d like to see? A society in which the objectification of women makes way for gender neutral interactions free from assumptions and expectations!”

Admittedly, the inference is that as soon as the builders curb their hunger they’ll get right back to habitual misogyny, but the playful stereotype is happy encouragement of feminism, and a very funny one at that. Worth a watch if only for the moment when one woman’s expression turns from angry disdain to surprised appreciation, and for the joyful calls of “YOU GO GIRL!”

Wikipedia: SexismSexism or gender discrimination is prejudice or discrimination based on a person's sex or gender. Sexist attitudes may stem from traditional stereotypes of gender roles, and may include the belief that a person of one sex is intrinsically superior to a person of the other.

Wikipedia: Gender-bias in medical diagnosisGender-biased diagnosing is a controversial sociological observation which asserts that medical and psychological diagnosis may be influenced by the gender of the patient. Several studies have found evidence of differential diagnosis for patients with similar ailments but of different sexes.